May 25, 2022
‘The happy corner of the internet’
It’s the platform for the inspiration seekers, the planners, and of course the brands looking to attract a captive audience in the research stage of the buyer journey.
We recently watched the ‘Pinterest Presents’ webinar - it was an opportunity for brands and us marketers (or whoever else was interested!) to hear about the latest product news, an in-depth analysis of some of their new shopping features and exclusive insight into the future with Pinterest Trends! There was stacks of interesting information and honestly… we never got bored once watching it (no death by powerpoint over here!). If you fancy giving it a go, you can watch it here.
We’ve summarised the key 3 things to look out for from Pinterest in 2022 below..
Your Shop
Currently in beta for US Pinners and will start to be rolled out to the rest of US audiences later this year, with other countries to follow! Your Shop is tailored to individual tastes, it’s a place for people on Pinterest to browse, shop and buy. You can expect a customised shopping feed, with brands and products based on their own activity and preferences.
It’s not really rocket science to understand that consumers are more likely to commit to a purchase when the ads you’re serving them include products that are aligned with their interests or values. Pinterest is also set to focus on Values-based shopping - guiding pinners to brands that share their interests or values. Within the ‘merchant details’ section of Pinterest brands will be able to add their values directly on their profile - values include areas like ‘responsibly sourced’ or communities they belong to like ‘LGBTQ+ owned’, plus more!
Idea pins
Idea Pins (otherwise known as story pins) are new for 2022. They’re short video snippets, or a series of up to 20 graphics, designed to draw Pinners in with immersive educational content - typically used for short how-to videos or demonstrations. They’re a great way to tell your brand story, too!
Format wise, they’re super similar to instagram stories, and offer much more ways to convert your customers than the ‘standard video or graphic pin’ including:
- Tag users
- Interactive stickers & topic hashtags
- Text & graphic overlays
- Option to add detail pages, such as a list of steps or materials needed
- A similar process to creating content on TikTok with optional voice overs
Currently idea pins are an organic-only format, but sponsored idea pins are currently being tested in the US with plans to roll out to everyone late 2022 - by knowing this we can start planning and being prepared!
Pinterest API for shopping
Pinterest is making it easier for sellers to reach shoppers through the new Pinterest API for shopping. Deemed as a ‘game changer’ by Pinterest themselves, it enables merchants to manage their inventory and provide shoppers on Pinterest with more real-time, accurate information. E.g if an item goes on sale, the price will already update on Pinterest, likewise if something goes out of stock - it’s updated on Pinterest! The API is still currently in Beta, but Pinterest have said it’s open to any merchants that want to participate in the beta program - You can find the full announcement with information on how to apply for the beta program on the Pinterest Developers blog.
If you’re keen to continue the conversation you can reach our team at any time using hello@weareortus.com. In the meantime learn more about our paid social service here!